Marketing Analysis Exam Bank
Course Introduction
Marketing Analysis explores the processes and tools essential for collecting, interpreting, and leveraging data to support marketing decision-making. Students will learn to apply quantitative techniques such as segmentation, forecasting, pricing, and customer lifetime value analysis, as well as qualitative approaches to understand consumer behavior. Emphasizing real-world applications, the course covers the use of statistical software and analytical frameworks to solve marketing problems and evaluate campaign effectiveness, equipping students with practical skills to make data-driven marketing recommendations.
Recommended Textbook
Marketing Management 4th Edition by Russ Winer
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1500 Flashcards
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Chapter 1: Marketing and the Job of the Marketing Manager
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Sample Questions
Q1) Over-engineered products will contain features that customers do not need or want.
A)True
B)False
Answer: False
Q2) Which of the following is highest in the hierarchy of planning?
A)corporate strategic planning
B)group or sector planning
C)SBU planning
D)annual marketing plan
Answer: A
Q3) Which of the following is not a component of the traditional value chain?
A)inbound marketing programs
B)raw materials
C)product/services
D)assets/core competencies
Answer: A
Q4) What is a marketing plan?
Answer: A marketing plan is a written document containing the guidelines for the product's marketing programs and allocations over the planning period.
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Chapter 2: A Strategic Marketing Framework
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Sample Questions
Q1) The value proposition is operationalized and represented in the customers' minds through:
A)the mission statement.
B)annual reports.
C)product positioning.
D)effective sales pitches.
Answer: C
Q2) Which of the following statements is true about the decline stage of the product life cycle?
A)During this stage,the market grows rapidly.
B)Many new competitors enter the market.
C)Usually,competition is most intense in this phase.
D)Product category sales decrease at this stage.
Answer: D
Q3) Marketing mix is a set of decisions regarding price,product,customer targets,and competitor targets.
A)True
B)False
Answer: False
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Page 4
Chapter 3: Marketing Research
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Sample Questions
Q1) In a sampling context,universe means the entire population of the target group.
A)True
B)False
Answer: True
Q2) Briefly describe the six steps in the marketing research process.
Answer: a.Problem definition - establish the problem to be addressed.
b.Information needs - establish the kinds of information that are most appropriate for solving the problem.
c.Type of study or research - determine the type of research to be performed from exploratory to descriptive to causal.
d.Data collection - establish the specific data sources,including the sample of people or organizations studied.
e.Data analysis and conclusions - analyze the data and draw conclusions that address the stated problem.
f.Reporting - write the report and communicate the findings to the marketing organization and other relevant group.
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Chapter 4: Analyzing Consumer Behavior
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Sample Questions
Q1) While syndicated research can show only what has happened in the past,using extrapolation,an accurate potential of a particular segment can be obtained.
A)True
B)False
Q2) In a customer analysis,understanding how to expand the market and achieve sales closer to market potential is most likely to be achieved by analyzing:
A)competitors' customers.
B)former customers.
C)people who have never purchased the product.
D)current customers.
Q3) The perceived complexity of the innovation is positively related to the success of an innovation.
A)True
B)False
Q4) FMCG products need more extensive information search than durable goods.
A)True
B)False
Q5) List and briefly describe the three major categories of segmentation variables.
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Chapter 5: Organizational Buying Behavior
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Sample Questions
Q1) Most industrial markets are mass markets.
A)True
B)False
Q2) Because of the strong relationship between a supplier and a customer in industrial marketing contexts,information normally flows readily between the parties.
A)True
B)False
Q3) With reference to the chasm model,the term conservatives refers to the:
A)innovators.
B)early majority.
C)late majority.
D)laggards.
Q4) Which of the following is a purchasing situation that is unusual or occurs infrequently in a given organization?
A)straight rebuys
B)modified rebuys
C)new-task purchase
D)repetition purchase
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Chapter 6: Market Structure and Competitor Analysis
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Sample Questions
Q1) With reference to a product-industry hierarchy,a product type encompasses:
A)a product class.
B)an industry.
C)product variants.
D)a product category.
Q2) Coke and bottled water brands continue to run sales promotions and compete strongly on price.Clearly,the best solution would be for neither to promote which would jointly maximize their profits.However,both are worried that if they stop promoting while the other does not,they will suffer.As a result,the equilibrium is heavy promotion by both and lower total profits.With reference to the game theory,this is an example of:
A)generic equilibrium.
B)prisoner's dilemma game.
C)leader-follower game.
D)best strategy game.
Q3) Which of the following is a good example of an industry?
A)housewares
B)water purifiers
C)percolators
D)drip coffee makers
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Page 8
Chapter 7: Product Decisions
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Sample Questions
Q1) Identify one of the dimensions of brand personality.
A)competitiveness
B)playfulness
C)conservativeness
D)ruggedness
Q2) In high-technology companies,there is an inordinate focus on the technology and product features rather than the customer and the benefits sought because:
A)products sell better with focus on technology than with focus on customers.
B)high-technology companies are usually founded and run by engineers.
C)these companies invest huge amounts in innovation and have the ability to create entire product classes.
D)they believe that customers are not aware of the technological innovations that they are capable of.
Q3) Retail stores often make lower margins on private-label brands because of their lower prices.
A)True
B)False
Q4) Discuss how you would build strong brands over time.
Q5) Discuss briefly why customers value brands.
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Chapter 8: New Product Development
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Sample Questions
Q1) Rolaids and Tums,antacids normally used as antidotes for heartburn,are now promoted as calcium supplements for women.Which of the following categories of new product development best describes this announcement?
A)classically innovative products
B)new category entries
C)line extensions
D)repositionings
Q2) Classically innovative products are commonly called new-to-the-company products.
A)True
B)False
Q3) Which of the following stages of the classic linear approach of a new product development process is related to continuous updating and refinement of products and services?
A)idea generation
B)life-cycle management
C)business analysis
D)initial design and concept screening
Q4) Unlike trial which is nondecreasing,repeat rates tend to decrease.
A)True
B)False
10
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Chapter 9: Pricing
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Sample Questions
Q1) If the quality of a product or service is difficult to evaluate even after you have purchased and used the product or service,the product falls under the category of:
A)experience goods.
B)shopping goods.
C)convenience goods.
D)credence goods.
Q2) With regard to price elasticity,if a product's price is low to the point where there is considerable value left for the customer (a good deal),an increase in price will:
A)decrease the market share of the product.
B)not have much impact.
C)decrease customer purchase.
D)increase brand equity.
Q3) Identify the approach where the benefits of the product are put in monetary terms such as time savings,less use of materials,or less downtime.
A)value pricing
B)pricing to value
C)value-in-use
D)price discrimination
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Chapter 10: Communications and Advertising Strategy
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Sample Questions
Q1) Which of the following is an example of a personal channel of communication?
A)newspapers
B)Internet
C)direct mail
D)sales force
Q2) If a commercial is shown four times on a show reaching 20 percent of the target audience,calculate the GRP (gross rating point).
A)80 GRP
B)5 GRP
C)40 GRP
D)24 GRP
Q3) Which of the following approaches to budgeting is the ultimate in "advertising as a cost of doing business" thinking and is similar in spirit to the percentage-of-sales method?
A)affordability
B)experimentation
C)decision calculus
D)competitive parity
Q4) List and briefly describe the general types of informational appeals.
Q5) Describe the major types of media and the advantages of each.
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Chapter 11: Sales Promotion
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Sample Questions
Q1) Coupons permit marketing managers to price discriminate,that is,charge different prices to different households.
A)True
B)False
Q2) Which of the following statements is true about sampling?
A)Sampling is a type of price-oriented promotion.
B)A sampling program may not target the right potential customers.
C)Sampling is inexpensive.
D)Sampling is less effective than coupons.
Q3) Offering a free toy in a Cracker Jack box is an example of:
A)sampling.
B)premiums.
C)spiffs.
D)rebates.
Q4) In product-oriented promotions,giving away the product free is called sampling.
A)True
B)False
Q5) Promotion typically takes the long-run view.
A)True
B)False
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Chapter 12: Channels of Distribution
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Sample Questions
Q1) Which of the following statements is true about an indirect channel?
A)The company has a direct contact with the end customers.
B)The product or service remains under the control of the company from production to customer.
C)Indirect channels can reach more customers and perform functions that the sales force cannot.
D)The message given to the customers by the channel is entirely controlled by the organization.
Q2) A modification of the multiple-channel system is the ________ system.
A)direct channel
B)indirect channel
C)hybrid
D)vertical
Q3) Which of the following statements is true regarding changes in the distribution channel?
A)Once the distribution channel system is designed,the basic structure remains constant.
B)Innovation in distribution can create new marketing opportunities.
C)Distribution channels are not affected by structural changes to the industry.
D)Channel structures are independent of the changes in the environment.
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Chapter 13: Direct Channels of Distribution: Personal Selling and Direct
Marketing
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Sample Questions
Q1) Which of the following is one of the internal factors that have a major effect on the performance of salespeople?
A)changes in technology
B)the quality of the sales management
C)economic shifts
D)changes in customers' tastes and buying behavior
Q2) ________ is the largest multilevel seller direct to homes with 5.4 million sales representatives.
A)Amway
B)Avon
C)Tupperware
D)Mary Kay Cosmetics
Q3) A(n)________ is the basic amount of money paid regularly to a salesperson.
A)commission
B)salary
C)incentive payment
D)trade allowance
Q4) List and briefly describe the three kinds of compensation packages.
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Q5) List and briefly describe the five most common classifications for selling situations.
Chapter 14: Customer Relationship Management
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Sample Questions
Q1) The key to using customer service to develop long-term relationships is to view service as a way of differentiating your product from the competition.
A)True
B)False
Q2) Identify the customers who help you get new customers through referrals.
A)Terrorists
B)Mercenaries
C)Apostles
D)Hostages
Q3) List and briefly describe the factors that justify why loyal customers are profitable.
Q4) Existing customers ________ than new customers.
A)are more critical about the quality of the product
B)cost less to serve
C)are more price-sensitive
D)are less likely to refer new customers to the company
Q5) List and briefly describe the four customer types based on their levels of satisfaction and loyalty.
Q6) Describe the primary customer-based metrics.
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Chapter 15: Special Topic: Strategies for Service Markets
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Sample Questions
Q1) Which of the following types of attributes are typical of manufactured products?
A)search
B)experience
C)credence
D)feature
Q2) ________ is the ability of the service provider to respond to the customer's needs on a timely basis.
A)Reliability
B)Responsiveness
C)Assurance
D)Empathy
Q3) Which of the following types of quality results from an image or perception the customer forms after the service encounter?
A)functional quality
B)experienced quality
C)technical quality
D)image quality
Q4) Low barriers to entry would result in decreased competition.
A)True
B)False
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